Advertising and branding inspiration from New Zealand and the world. This is where envy and admiration collide.


25 July 2013

Top of the Pop Ups - Lasting Impressions, Temporary Stores

Pop up stores cater perfectly to our short attention spans and fascination with the new. A pop store can provide a brand access to high foot traffic locations, integration with large events and flexibility from retail leases. When well executed a pop up store can become a powerful brand statement and create a lasting experience for customers. 

Here's a few of my favourite New Zealand pop ups:

Rekorderlig's Winter Lights Bar
This week Rekorderlig launched their "Winter Lights" bar in Auckland. Complete with a pine forest and fireplace the pop up bar cost $400,000 to create and promote.

Emma Rock, Rekorderlig Brand Manager, describes the pop up as "a winter wonderland that delivers an immersive experience and brings our Beautifully Swedish mantra to life” (Stoppress.co.nz). 


Glassons Custom Varsity Shop
arlier this year Glassons' New Market and Queen Street stores hosted a pop up shop inside the standard format. Customers could personalise their clothing with letters and numbers while they waited. Making mass clothing personal and unique - pretty clever!

Stoneleigh Pop Up Bar
Stoneleigh was the official port sponsor on the Auckland stop over of the 2012 Volvo Ocean Race and created an alfresco garden bar in the Auckland Viaduct for the event.

Fisher & Paykel - Social Kitchen
As part of Taste Auckland in 2011 and Urbis Design Week in 2012 Fisher & Paykel created a series of interactive cooking and tasting experiences called the Social Kitchen.

The Kathryn Wilson Shoe Box
What better venue for a shoe store than a real life shoe box, complete with red ribbon. Kathryn Wilson's shoe box pop up store was first located in Auckland's Britomart and then relocated to Wellington after a Facebook vote to select it's new home. Currently it's located in Christchurch's Cashel Mall.

The Puma Social Club
Opened for the Rugby World Cup in 2011 this pop-up bar paid homage to the 'after hours athlete' and brought together Puma, Red Bull, Burger Fuel and ping pong - a winning combination!

Have you been to any of these pop up stores? How was the experience? 

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